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    So Paulo Business School

    The Role of Trust in Appropriation

    of Value Created

    in Buyer-Supplier Relationships

    MARTINS, Guilherme S.BRITO, Luiz A.

    MIGUEL, Priscila L. S.

    FGV-EAESP - Brazil

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    Buyer-supplier relationships

    Vertical collaborative relationships: achievingsustainable competitive advantage

    SCM: Chen & Paulraj, 2004; Terpend, Tyler, Krause, &Handfield, 2008 (reviews);

    Strategy: Lazzarini, Miller, & Zenger, 2008; Mayer & Salomon,2006; Mesquita & Brush, 2008.

    Relational rents (Dyer & Singh, 1998).

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    Trust

    Facilitator mechanism:

    Its minimize transactions costs, lowers levels ofconflict, and increases information sharing andcooperation (McEvily, Perrone, & Zaheer, 2003).

    Effective coordination of both tasks as well asincentives (Gulati, Lawrence, & Puranam, 2005; Mesquita &Brush, 2008).

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    How much value is created?

    The problem of firm-level studies.

    Total Value created by a firm

    Opportunity

    CostCost Price Willingness to

    pay

    Captured by firm Captured by

    custumer

    Captured by

    supplier

    $

    Source: Brandenburger e Stuart Jr. (1996)

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    Value created by buyer-supplier

    relationship

    OpportunityCost

    Cost Price Willigness topay

    $

    OpportunityCost

    Cost Price Willingness topay

    $

    Buyer

    Supplier

    Value capturedby buyer

    Value captured

    by supplier

    Total value created by relationship

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    Trust: creating and sharing value

    Trust has been found to positively effecton buyer supplier relations. (for reviews, see McEvily and Tortoriello, 2011; Zaheer and Harris, 2006)

    Is Trust Without Measure a Good Measure

    of Trust?

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    Trust: multidimensional concept

    Competence-based trust: being confident to other partys ability to perform as

    expected.

    Goodwill-based trust:

    a perception that the other party will behave in atrustworthy (non-opportunist) manner.

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    Value created by buyer-supplier

    relationship

    Opportunity

    Cost

    Cost Price Willigness to

    pay

    $

    OpportunityCost

    Cost Price Willingness topay

    $

    Buyer

    Supplier

    Total value created by relationship

    Competence-based trust

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    Value created by buyer-supplier

    relationship

    Opportunity

    Cost

    Cost Price Willigness to

    pay

    $

    OpportunityCost

    Cost Price Willingness topay

    $

    Buyer

    Supplier

    Total value created by relationship

    Competence-based trust

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    Value created by buyer-supplier

    relationship

    Opportunity

    Cost

    Cost Price Willigness to

    pay

    $

    OpportunityCost

    Cost Price Willingness topay

    $

    Buyer

    Supplier

    Total value created by relationship

    Competence-based trust

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    Value created by buyer-supplier

    relationship

    Opportunity

    Cost

    Cost Price Willigness to

    pay

    $

    OpportunityCost

    Cost Price Willingness topay

    $

    Buyer

    Supplier

    Total value created by relationship

    Competence-based trust

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    Value created by buyer-supplier

    relationship

    Opportunity

    Cost

    Cost Price Willigness to

    pay

    $

    OpportunityCost

    Cost Price Willingness topay

    $

    Buyer

    Supplier

    Total value created by relationship

    Goodwill-basedtrust

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    Value created by buyer-supplier

    relationship

    Opportunity

    Cost

    Cost Price Willigness to

    pay

    $

    OpportunityCost

    Cost Price Willingness topay

    $

    Buyer

    Supplier

    Total value created by relationship

    Goodwill-basedtrust

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    Value created by buyer-supplier

    relationship

    Opportunity

    Cost

    Cost Price Willigness to

    pay

    $

    OpportunityCost

    Cost Price Willingness topay

    $

    Buyer

    Supplier

    Total value created by relationship

    Goodwill-basedtrust

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    Value created by buyer-supplier

    relationship

    Opportunity

    Cost

    Cost Price Willigness to

    pay

    $

    OpportunityCost

    Cost Price Willingness topay

    $

    Buyer

    Supplier

    Total value created by relationship

    Goodwill-basedtrust

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    Value created by buyer-supplier

    relationship

    Opportunity

    Cost

    Cost Price Willigness to

    pay

    $

    OpportunityCost

    Cost Price Willingnessto pay

    $

    Buyer

    Supplier

    Total value created by relationship

    Goodwill-basedtrust

    Excess of

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    Value created by buyer-supplier

    relationship

    Opportunity

    Cost

    Cost Price Willigness to

    pay

    $

    OpportunityCost

    Cost Price Willingness topay

    $

    Buyer

    Supplier

    Total value created by relationship

    Goodwill-basedtrust

    Excess of

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    Goodwill-based trust

    0

    5

    10

    15

    20

    25

    30

    35

    40

    45

    0 2 4 6 8 10

    Value

    Trust

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    Methodological remarks

    Survey or Experiment?

    Real world vs. variables control?

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    Thank you!

    Guilherme S. Martins

    [email protected]